When it comes to the world of scents, who better to turn to than Jo Malone? Founder of the leading luxury perfume brand that carries her name (which was sold to Estée Lauder in 1999 for an “undisclosed amount”), the British fragrance magnate boasts one of the biggest success stories in her field.
She received an MBE in 2008 from the Queen of England for her outstanding work and went on to launch Jo Loves, a new fragrance line, in 2011. Featuring 11 stunning scents inspired by moments and memories in Malone’s life, the brand is now available to buy on Net-a-Porter (much to our delight, as the online retailer ships to the UAE) and selling out faster than you can say “spritz away”.
Savoir Flair recently sat down with Malone to discuss her top fragrance tips and tricks, from properly applying your perfume to making it last longer in the summer heat. Read on for a couple of her must-know pointers.
There’s lots of conflicting information out there about how to apply fragrance. What’s your advice?
There are absolutely no rules to wearing fragrance, although you should never rub your wrists together after spritzing because you’re not allowing the fragrance to develop. Instead, simply spritz onto skin and gently pat dry. I love wearing perfume on different parts of my body, and a little in my hair as well. My best advice is to experiment and have fun!
How can you make your fragrance last longer once you’ve applied it?
Layering by using a shower or bath gel, a moisturizer, and a fragrance in the same scent will help it last longer. That said, you don’t want to wear too much on a hot and humid day, so my advice would be to use a travel size and reapply every couple of hours. Whenever I’m feeling hot, I love spritzing ‘Pomelo’ on my legs and the back of my neck to cool me down and energize my mood.
Jo Loves ‘Pomelo’
AED441 / SAR450
How should someone go about choosing a new fragrance?
– Before you leave the house, ensure that your skin is completely clean because even a non-scented, oil-based moisturizer can affect how a fragrance will smell on your skin.
– Choosing a new fragrance can seem overwhelming, so start by smelling the lighter, citrus notes first, gradually working your way up to heavy florals and musks. This will help you recognize and remember what you are smelling. If you’ve smelt too many fragrances and can no longer identify one from the other, take a whiff of coffee beans, lemongrass, or raw tobacco to shock your nose and help it re-balance before you start smelling again.
– If you’re shopping for a fragrance online, try mini sampling kits so that you can take your time choosing “the one”.
– Finally, fragrance reacts differently from one person to another, so always test a new scent on warm skin and allow it time to settle before buying. Never buy a fragrance without wearing it for at least 20 minutes!
It doesn’t matter if a scent costs a few hundred dirhams or thousands of dirhams – you should wear it because of the way it makes you feel.
Debunk the biggest myth you’ve heard about fragrance.
You should always choose a fragrance based on the smell, and not the price tag! It doesn’t matter if a scent costs a few hundred dirhams or thousands of dirhams – you should wear it because of the way it makes you feel. I love buying huge bottles of Spanish cologne that evoke really happy memories, despite the fact that they’re not expensive. I’m definitely not a fragrance snob!
What do you predict will be the next big trend in the world of scent?
The rise in celebrity fragrances has been huge, although I definitely feel that consumers are now much more interested in discovering brands with integrity and authenticity. I’m really excited to see the appearance of so many niche brands that are daring to be different and telling real stories with fragrance, instead of recreating the same smells over and over again. I have never followed trends and always tried to stimulate the industry by using ingredients that are unexpected and not always associated with fragrance. ‘Red Truffle 21’ was a new direction for me. However, it has become one of our best-selling fragrances!
Jo Loves ‘Red Truffle 21’
AED448 / SAR457
You’re the guru of scent layering. What are your top tips on how to do this?
I’ve never had a signature scent and have always worn more than one fragrance. I like to pair my fragrances with whatever mood I’m in, and I use particular scents to remind me of a specific memory. I would recommend that you layer notes that are complementary – a fresh citrus (pomelo or lemon leaves) with a light floral (orange blossom or rose), or a light floral over a slightly heavier oriental (frangipani or tuberose).
What’s your ultimate scent secret?
The real trick to finding a fragrance is to be guided by more than just your nose. Use your imagination and your memory. Close your eyes whilst you take a whiff and ask yourself where it takes you. Does it make you feel happy, excited, or sad? Does it evoke a special moment or memory? After all, if you’re going to invest in something you wear every day, you want it to be meaningful.